Selling Successful
Strategies/Tactics
and
Best Practices
in a
Changing Media Environment
Selling Challenges
Do you feel sometimes like all
the media changes and
challenges are like this???
Question?
What are you doing today that
you were not doing 15 to 20
years ago?
The changing media landscape
1965
2005
Broadcast TV
Cable TV (limited)
Movies
AM & FM Radio
Reel-to-reel tape
Telephone
Postal Mail
Newspapers
Books
Magazines
(9,000 titles)
Broadcast TV
Cable TV
Pay TV, VOD
Satellite TV
Movies
AM & FM Radio
Satellite Radio
Telephone
Mobile Phone
Postal Mail
Newspapers
Books
Magazines (17,000+titles)
CD, cassette, MP3
VCR, DVD, PVR
Internet & Web
Email
Web browsing
Instant msg.
PC gaming
Music downloads
P2P, etc.
PDAs
Pagers
Console/handheld
game devices
*And in 2005 Telcom TV such as FIO’s and Social Network sites along
with RSS feeds, Avatars and Second Life weren’t even on the radar screen
yet.
Source: Ball State University, Center for Media Design, 2005.
A Brief History of New Media
How Long it Took to Reach Critical Mass
•
•
•
•
Radio – 38 years = 50 million homes
Television – 13 years = 50 million homes
Cable – 43 years = 50 million homes
Cell Phones – 8 years = 50 million homes
Source: MediaWeek 6/25/07
The Media Landscape is Reshaping
• Consumer Empowerment grows, fed by tech
advances.
• Content remains the drive, good for program
originators.
• Video travels to more screens, large and small.
Live and VOD. Interactive and passive.
• Wireless emerges as a major force as a consequence
of a ubiquitous personal appliance and constant
connection.
• High Def is a consumer home-run; Digital's greatest
benefit?
The Media Landscape is Reshaping
• Online Search continues to grow, a major part of the
landscape.
• Research becomes crucial, as marketers seek
differentiation between media choices and more
accountability.
• Traditional media adapt to the digital environment
and retain value… providing wide reach and targeting.
Multiplatform campaigns rule.
Still Video-Centric, Now Multi-Screen
It’s a multi-screen world for the consumer...
•
TV Receiver
•
Computer
•
Wireless device
•
Mobile
In the last 18 months, an estimated
200 TV stations have begun
offering consumers mobile TV
packages they can receive on their
cell phones or other hand held
devices.
Source: MediaWeek 6/25/07
While stations agree that mobile
could be the next big thing, no one
is exactly sure how to monetize it
yet.
Source: MediaWeek 6/25/07
In The Mobile Play
3 Steps to Follow:
Branding, communication and persuasion
Its Appeal:
Cognitive, emotional, apparitional,
behavioral
In the end like the web, the success of any
communication is how well it connects the customer
to the brand… and Spot TV is here to help.
Issues Facing Stations
• Most of these initiatives have a small niche audience
(Stations are use to “broadcast audience”)
• Technology Integration issues
• Rights issues – not sure what we can do with the
content we have
• Labor issues (Potential union issues with video content)
• Almost every sale is time consuming
• Different success metrics
Follow the Leaders
According to a recent survey
commissioned by Outsell*, approximately
80 percent of advertisers currently use the
Internet and the adoption rate is expected
to grow to 90 percent by the end of 2008.
*Outsell, Inc. Ad Spending Study 2007
Remember We’re TV People!
•
•
•
•
•
•
•
Prestige & Editorial Enhancement
Unique packaging
Over the air promotion
Full Circle Advantage
Price competitive
Creative Differentiator
Quality customer service
Strategies & Tactics
Multiplatform
Opportunities
Who Do You Want
To Be 18-34,
18-49 or 25-54?
The GM
Success Story!
How do you sell a huge 25-54/35-54
client like GM a title sponsorship and
grow your station share from a 4 to 8
with:
• Down budgets
• Tired syndicated programming M-F,
5-8pm
• Poor performing old WB Prime
• Weak performing Late News
AND
• Over all ratings attrition?
Develop a
Sponsorship Package that is
Engaging
Compelling
Multiplatform
Creative
Ownership
Localized
KSWB PRESENTS
Exclusive
Premiere Partnership
KSWB will soon become The CW Network affiliate in San Diego. KSWB
will make a huge impact on the local market with this landmark
transformation. On-air excitement building will begin in the summer and
continue through the launch of America's newest broadcast network.
One Exclusive Premiere Partnership is Available for GM
Premiere Event
•Flight- 4 week minimum
•Promos-150 minimum, :30, :20, :10 and :05
•Lower Third Banners- 1 week prior, selected time periods
•Squeeze Credits- 1 week prior, selected time periods
•Premiere Night Sponsor Billboards - 8
•Creative Launch Execution
Value $125,000
GoVember
Driving viewership and building your brand awareness!
In November, San Diego's CW will conduct an exciting watch to win
contest, awarding a brand new featured Chevy HHR vehicle. This is an
invaluable product integration and presentation platform, as the Chevy
HHR will "star" in an extensive on-air campaign utilizing
Chevy vehicle footage.
Presenting
GoVember
*On-air promotion * Watch to win excitement!
Viewers will be encouraged to watch The CW weeknights 7-10 pm. Each
night viewers can qualify by watching and dialing the toll free number.
At the end of the promotion, all qualifiers will draw for their chance
to win the new 2006 Chevy HHR. The winner and their new vehicle
will then be featured in a post promotion campaign.
One lucky winner will drive away a brand new
2006 Chevy HHR.
GoVember
Creative KSWB On-Air Execution
•Flight- 5 week
•Promos- 125 minimum :30, :20, :10 and :05
•Call Now Promos- 40 :10
•Squeeze Credits- 4 week flight, selected time periods
•KSWB-TV Website w/ video test drive and sponsor link- 5 weeks
•Creative Contest Execution
The value of “The CW GoVember” promotion:
$160,000
Gain Momentum Through GoVember 2006
Over $285,000 worth of unmatched creative, strategic and
promotional value!
Featuring a comprehensive CW on-air launch sponsored by
GM coupled with an exciting watch to win contest and a live
event grand prize drawing! This multi-leveled marketing
campaign will build excitement, boost awareness and deliver
value for General Motor brand vehicles and the local
San Diego Chevy Dealerships.
•Launch Promos
•Premiere Promos
•Sponsorship BB
•Lower Thirds
•Squeeze Credits
•CW Half Hour Special
GoVember
Watch to Win
Promotion
•:30’s Promos
•:20’s Promos
•:10’s Promos
•:10’s Watch Now
•:10’s Call Now
•Squeeze Credits
Now Let’s Take a Look
at the Creative
And GM is Still Looking
for
More Opportunities in 2008
and Our
Share Keeps Growing!
2006
2007
2008
4 share
8 share
10 share
CW5 Commuter Cast
SAP
Closed Caption
Website
Elements
Next Steps:
Follow up on the results of our
localized sponsorship.
Keep the momentum going with
GM and the local dealerships.
New Currency
J.D. Powers,
Polk Data
and
Scarborough Research
Young Buyers are on the Rise
• The percentage of auto buyers age 16-35 has increased
17% since 2004 while the percentage of buyers age 50 or
older has declined 45%.
U.S. Vehicle Makes - 2004 vs. 2006
Brands Classified by Buyer Age Composition
%P16-35
% P36-49
% P50+
2004
25.4%
37.2%
39.4%
2006
29.6%
48.8%
21.6%
% Chg
+17%
+31%
-45%
Source: Tom Libby, J.D. Powers & Associates Custom Study 2004 & 2006
Who Do You Want To Be?
Who is Buying Cars?
12-17
18-24
18-34
*18-49
25-34
25-49
25-54
35-54
50+
Source: Polk San Diego 06/07
*In the last six months
represented 51% of all
new car sales and 63%
of all used cars in
San Diego County.
Who Do You Want To Be?
We Want To Be 18-49 - Balance Your Buy!
Station
KSWB-TV
M-Su 8p-10p
XETV-TV
M-Su 8p-10p
KFMB-TV
M-Su 8p-11p
KGTV-TV
M-Su 8p-11p
KNSD-TV
M-Su 8p-11p
Adults 18+
Adults Adults
Prog Name
Rtg
CW Prime
1.5 70.3% 29.7%
Fox Prime
4.6
64.6%
35.4%
CBS Prime
6.0
42.1%
57.9%
ABC Prime
5.2
51.2%
48.8%
NBC Prime
4.4
53.4%
46.6%
This report has been prepared using Strata NuMath research.
Strata NuMath and report designs Copyright 2007 Strata Marketing, Inc. 312-222-1555
Nielsen Audience Estimates Copyright 2007 Nielsen Media Research - Nov 06, Feb 07, May 07
Source Field Codes:
TP- Time Period
18-49
50+
Avg
Avg
Aud % Aud %
Base
Base
San Diego
CW5 Has the Highest Index in San Diego
Monday-Sunday
Sign-On to Sign-Off
101
73
73
76
108
114
76
KFMB KNSD KGTV KUSI XDTV XETV CW5
Source: San Diego, Scarborough Feb 06-Jan 07/A18-49
The Purchase
Funnel
Source: CNW Marketing Research/Time Inc. Auto Purchase Process December 2005
The Six-Month Intender Window
The research has shown that the
purchase process begins within six
months from the eventual acquisition.
The study shows that the process
begins on average, at 5.2 months
before the purchase/lease of a new
vehicle.
Source: CNW Marketing Research/Time Inc. Auto Purchase Process December 2005
Consideration
Needs Phase
(6 months – 4 months)
Intenders are assessing
the models that are
available for basic
consumer needs and desires,
size, space and styling.
There are still more than
four models on the
shopping list at the end
of this period.
Cross-segment
consideration is high during
this phase and this
movement between
segments accounts for the
initial changes in the
shopping list.
Interval
Intender
Focus
Models on
Shopping List
6 months
my needs
models
available
styling
6.5
5 months
my needs
models
available
6.2
4 months
models
available
my needs
4.1
3 months
models
available
features
5.6
2 months
features
models
available
3.3
1 month
price
features
2.8
2 weeks
price
features
1.7
Acquired
Source: CNW Marketing Research/Time Inc. Auto Purchase Process December 2005
New Cars Sold
November 2006 – April 2007
Income
18-24 yrs 25-34 yrs 35-44 yrs 45-54 yrs 55-64 yrs 65-74 yrs 75+ yrs
$100000-$124999
16
626
1858
1293
793
500
197
$125000-$14999
6
233
1335
1087
729
278
95
$15000-$19999
72
360
450
157
108
109
63
$150000 and over
10
222
2248
3121
1708
312
65
$20000-$29999
81
605
653
287
220
212
101
$30000-$39999
75
934
1088
543
350
279
190
$40000-$49999
60
928
1274
655
450
302
148
$50000-$74999
117
2210
3770
2091
1449
884
384
$75000-$99999
39
1207
2999
2629
1350
577
270
Under $15000
592
1458
859
327
266
327
193
Unknown
Total
1068
8783
16534 12190
7423
3780
1706
A18-44 = 26,385 units or 51%
A18-34 = 9,851 units or 19%
Source: Polk San Diego 06/07
Fleet
Fleet
15104
15104
Total
5283
3763
1319
7686
2159
3459
3817
10905
9071
4022
15104
66588
Used Cars Sold
November 2006 – April 2007
Income
18-24 yrs 25-34 yrs 35-44 yrs 45-54 yrs 55-64 yrs 65-74 yrs 75+ yrs
$100000-$124999
6
258
1039
686
340
208
62
$125000-$14999
4
83
621
541
313
86
26
$15000-$19999
113
545
486
173
94
110
56
$150000 and over
3
73
773
1265
587
77
16
$20000-$29999
172
840
759
285
198
153
126
$30000-$39999
156
1247
1211
538
320
206
157
$40000-$49999
57
1014
1307
571
358
208
124
$50000-$74999
122
1966
3473
1603
969
490
215
$75000-$99999
24
801
1985
1590
658
292
128
Under $15000
1605
2881
1573
369
299
305
188
Unknown
Total
2262
9708
13227
7621
4136
2135
1098
A18-44 = 25,197 units or 63%
A18-34 = 11,970 units or 30%
Source: Polk San Diego 06/07
Fleet
Fleet
12928
12928
Total
2599
1674
1577
2794
2533
3835
3639
8838
5478
7220
12928
53115
New Cars Sold
Bob Stall #1 Chevrolet
November 2006 – April 2007
Income
18-24 yrs 25-34 yrs 35-44 yrs 45-54 yrs 55-64 yrs 65-74 yrs 75+ yrs
$100000-$124999
5
13
14
5
2
$125000-$14999
1
10
11
8
1
1
$15000-$19999
1
2
3
2
2
1
$150000 and over
1
15
25
16
3
$20000-$29999
1
5
6
3
2
3
$30000-$39999
1
5
8
4
4
1
4
$40000-$49999
5
16
3
2
5
1
$50000-$74999
1
18
48
24
19
5
4
$75000-$99999
7
30
25
12
3
2
Under $15000
2
9
3
3
2
3
Unknown
Total
6
58
152
112
72
28
13
A18-44 = 216 units or 49% Total sales
A18-34 = 64 units or 15% Total sales
Source: Polk San Diego 06/07
Fleet
Fleet
257
257
Total
39
32
11
60
20
27
32
119
79
22
257
698
Chevrolet Totals
November 2006 to April 2007
Total Units Sold
Variance from LY
Total Sum of Nov 06
Total Sum of Dec 06
Total Sum of Jan 07
Total Sum of Feb 07
Total Sum of Mar 07
Total Sum of Apr 07
693 +2%
610 +3%
531 flat
699 +1%
831 +4%
578 +2%
Source: Polk San Diego 06/07
Positive:
We made a lot of money – doubled
our share!!
Plus we were able to sell 4 local
San Diego Chevrolet Dealers –
•Bob Stall Chevrolet
•Poway Chevrolet
•Mossy Chevrolet
•Peoples Chevrolet
Negative:
Toyota – Annual
Carl’s Jr. – Rtg’s and UD issues
Nissan – Men
Jack in the Box – We do very well
VW – Budgets
McDonalds – We do very well
All these accounts wanted to know why
they were not offered the opportunity
Other
Successful Selling Tactics
Include Text Messaging
Why Text Messaging?
Couple of things to highlight:
• 252 million cell phones in U.S. compared to 112 million
TV sets
• 30 billion text messages are now delivered per month,
less than 2% of these are ad supported
Fully Integrated Mobile Marketing
Platform
Vibes Advantage:
Application
Intelligence
TextTV™
iRadio™
Mobile Clubs
Text Adventure
Text-2-Screen
etc.
Mobile
Marketing
Applications
Messaging
Connectivity
Reporting /
Back-end
Vibes Advantage:
Experience /
Full Service
Billing
Analytics
Monitoring
Vibes Advantage:
Carrier Binds
SMS
MMS
Mobile Industry Stats and Facts
U.S. Mobile
•
Mobile sector….$350 billion business mobile sector
•
Consumers are rapidly expanding the way they use mobile phones
– 237 million wireless subscribers in the U.S.
– 70 percent use their phones to text message
– 32+ million accessed the Internet on their phones last month
– 41% use their phones to send picture messages
Source: Nielsen Mobile, The Global Standard in Independent Measurement of
Mobile Media
Messaging
•
2.3 trillion SMS will be sent in major markets worldwide in 2008
•
300 billion messages will be sent in 2008 in North America  up from a predicted
189 billion in 2007….approx 1 billions text messages a day in the US
•
The next frontier…
– Social networking
– Mobile search
– Mobile advertising
Source: Gartner Research, CT
Three Routes to Increasing
Mobile Revenue
Station Driven Promotions
Sales Promotions
Station Message Inventory
Vibes Revenue Generation Tactics
Station Promotions
•
Text-2-Win
– Client sponsored
– Prize can be provided by sponsor partner
•
Text-2-Vote
– Daily feature within specific dayparts
– Client sponsored on-air and within message
•
Mobile Alerts
– Daily/weekly updates regarding station promos
– Contests
•
Text-4-Tix
– Daily/weekly feature in one or more dayparts
Vibes Revenue Generation Tactics
Sales Promotions
•
•
•
•
•
Text-4-Info/Spot Tags
– Include station short code and keyword in the CLIENT commercial
– Utilize station sales promo inventory to run additional promo spots
Online Banner Tags
– List text entry versus online entry
Retail POS
– Tag client POS in store with short code and keyword
– Eliminate tear pads
Events
– Text 2 Screen
– Text 2 Win
On-Premise Entry Alternative
– Utilize text for event/on-premise contests
Increase loyalty and ratings
Let viewers get more involved
with their favorite show
Extend the interaction beyond
the airtime of the show
Keep audiences the show
and station top-of-mind
Draw in new viewers with
viral text message programs
Jack in the Box Sponsorship Includes:
•3 weeks of promotional support (May 2nd – May 18th)
•12 in program / Smallville banners
•2 bonus banners inside the 90 minute Smallville finale on May 18th
•4 in show / Smallville promos
•27 episodic promos with JIB’s logo in high profile areas
•21 text to win promos in high profile areas
•3 weeks of web exposure on kswbtv.com
•Bounce back text message with a JIB offer for every participant
Total Value:
$60,000
Date
6-Mar
8-Mar
15-Mar
22-Mar
29-Mar
5-Apr
Participants Messages Received
8
61
22
168
143
954
126
726
153
1165
227
1947
TOTAL
679
5021
Total Messages Message Dialogue/Person
122
15.3
336
15.3
1908
13.3
1452
11.6
2330
15.2
3894
17.2
10042
14.7
Smallville Text Trivia Results
Two and a Half Men Contest
To help kick-off this fall’s most successful prime access show in San Diego, McDonald’s
was the presenting sponsor of the Two and Half Men Text Message contest.. For 1 week,
viewers had the opportunity to win $100 Arch Cards by text messaging during the
program of Two and a Half Men at 6pm and 7pm, Monday through Friday.
Promotional spot ran September 28th - October 5th
Total Number of :20 Spots: 62
Value of Promo Spots: $18,600
:10 Second “Text Now” message inside program
Aired 2x’s per night. Total Number of Text Now: 10
Value of Message: $4,000
Execution of Contest with Vibes Media.
Value: $5,000
Total Value of Promotion: $27,600
Text Engages the Viewer
Overall Smallville Text Trivia Results
Date
Participants
Messages
Received
Total
Messages
Message
Dialogue/Person
May 4
844
6,556
13,112
15.54
May 11
400
2,949
5,898
14.75
May 18
573
4,640
9,280
16.20
TOTAL
1,817
14,145
28,290
15.57
We have successfully utilized
Jack in the Box
McDonald’s
Sea World
Macy’s
Target
Carl’s Jr.
Disneyland
Pizza Hut
What About
the Web and vmix.com
www.sandiegocw.com
Engage Your
Audience:
Video
Commenting
using VMIX
Capture
Technology
Community Content
Community Driven Content - Prep Sports
Local Sports
Fan Fanatics shots from
video camera phones
Video eCard promotions
around players or games
Best Tailgate party video/
slideshow contests
Online mash ups for fans
of players still coupled with
UGC set to music
Multi-media Content Ingestion
Invite community to submit videos
and photos with high-level interest
News / Weather
Extreme weather conditions
Exceptional images:
nature and outdoor adventure
Politics/ Law
Video letter to Government
Officials
Reader video Soap Box
Travel Video tours
Vacation highlights
Local, regional, national travel
spots
Current/ Local Events
Message to the troops
Gas prices, community
activities, local music scene,
sports, education
Video to editor and reporters
Video and Photo Promotions
In parallel with Special Sections: Bridal, Travel, home improvement
and career
Community Events: graduation, prep-sports and more
Hallmark/ National Holidays: Mother’s day, Valentines, Thanksgiving, etc.
Mobile Upload
•
Capture and share media
wherever, whenever
•
Easy upload to your
custom email address
•
Submit from Cell phone or
any mobile device
Fully Skinned Experience:
CORE Branded as CW5
Interactive Audience Solutions
Best
Practices
Question:
What kind of manager do you think
you are?
What kind of manager do you want
to be?
Do you think of your star salesperson like Willy
Loman from Death of a Salesman and Clark
Gable’s slick-talking adman in The Hucksters.
Are they more like Professor Harold Hill
from The Music Man, or Danny DeVito and
Richard Dreyfuss as pathetic pitchmen in
Tinmen.
If they are then you might be managing
like this:
Quick Test #1
List three words that best describe
your ability to be a successful
manager
1)Me
2)Myself
3)I
Quick Test #2
A great manager sets SMART GOALS
Question: What are Smart Goals?
S
Specific
M Measurable
A
Achievable
R
Realistic
T
Time Based
Which is Harder…
A) Managing yourself
B) Managing people
Or
C) Just being a manager
Remember
“The conventional definition of
management is getting work
done through people, but real
management is developing people
through work.”
Proactive vs. Reactive
In today’s ever changing and challenging media landscape there
are two skills one must understand and use correctly and
efficiently.
Both are actions:Proaction is acting in anticipation of future
problems, needs, changes and/or requests while Reaction is
action needed to fix problems, needs, changes and/or requests
rather than initiating or instigating them.
In a nut shell, being proactive is the same as being reactive.
The only difference is in being proactive you do the acting ahead
of time. Being strategic will be key to your success.
Being Proactive
To be proactive you need to ask yourself what is likely to happen,
then take action before it happens. Remember the phrases:
“Always begin with the end in mind” and “put first things
first.” These are essential to being proactive. Additionally, it
takes energy and creative thinking to rise above the differences
of the moment. See the big picture, take actions to make the
changes or build upon the relationships you need to make.
And Don’t Forget to be Strategic!
Let’s take action:
We are all in sales, what could you be doing right now that
will make a difference in our selling process?
•Being positive vs. negative.
•Cultivating ideas that are strategic, unique and creative then
take action.
•Getting to know every level at a business: owner, receptionists,
media director, supervisor, AE, planner, buyer and assistant.
•Getting to know the D.O.M. (District Operational Manager)
and the R.O.M. (Regional Operational Manager) of all your
clients in your local marketplace.
•Anticipate success and failures with all of your on-air schedules.
•Follow up with pre/post selling letters and thank you cards.
•Be in the know! Know your station inside & out. Know your
numbers and national trends. Know your competition. Know
your market and the local economy. Know the industry and
know you are in charge because you are being proactive.
•Technology – are you involved and keeping yourself up to date?
Keep updated on the web, mobile VOD, OOH, and other
technology changes? How are your advertisers utilizing these
technologies in their media mix?
•Create strategic opportunities, always follow through, exceed the
expectations of your advertising agencies and direct accounts.
We are doing more as sales reps and managers than ever before
and ad agencies are very demanding and on short time lines.
So being proactive and anticipating these tasks is a must.
“There’s no crying in media.”
•NCDA - who is the president of your local NCDA? Who is the
president of your local Toyota, Ford, Chevy, VW, Nissan, Jeep,
etc. dealers’ association in your market? These people should be
your friend and friends of the station. Relationships
•Anticipate under-delivery, promo weight, good will, snowflake
rates, DR, bottom feeders, off-the-grid card rotators, program
changes, specials, poor overnights, etc. Manage your existing
inventory systems and look for improvements and efficiencies.
•Take control. You need to be accountable and knowledgeable.
Your good attitude will improve accessibility/response time, your
flexibility/creativity, your leadership, your diplomacy, your
communication, your visibility and your relationships.
If you are not doing these things…
then you are REACTIVE
Now Let’s React
You are told that you are not on the buy or you are getting a
really low share. Next, a direct account is on the phone and they
are mad as hell. Your schedule is not posting, they are getting
little to no response, you have preempted a large percentage of
their schedule, your overnights are weak, your competition
is offering upgrades and the cable guys just gave them 1000
spots!
Sound Familiar?
Time for a good reaction plan!
Reaction
•Think before you speak.
•Don’t engage or debate with a client if you are fired
up, in a bad mood, mad at your spouse, fighting with
your boss or co-worker.
•Be creative.
•Think Win,Win.
•If you go down in flames do it with a manager and
remember you are not always going to win. Walk
away with your head held high and learn from each
situation.
•Be honest.
•Dig deeper, ask questions, be engaged.
•Remember that many times if you had been
proactive maybe you wouldn’t be in this place.
•Offer solutions not excuses.
•Say what you mean and mean what you say.
•Don’t blame others or situations, always take
responsibility.
•Be specific on time lines for follow through.
2008 Will Be Great!
Proactive vs. Reactive
Both important
Both essential
Both effective
Both are skills necessary to rise above
your competitors
One sets you on the
track for success….
Be Proactive
in 2008
MY GSM Check List for 2008
I will always display leadership and always lead by example
I will be strategic, proactive and not reactive
I will always begin with the end in mind, think win-win and put
first things first
I will maintain pride, integrity and credibility and maintain
effective, clear communication and constantly build on existing
relationships while always cultivating new ones
MY GSM Check List for 2008
I will remain focused on training both locally and with the
national rep firm and continually recruit for the best talent
available while maintaining a good successful plan
I will continually analyze the marketplace, identify
share/gains/losses and pricing tendencies and adjustment
strategies
I will maintain a effective inventory management yield
program and focus on forecasting and financial reporting
Last But Not Least
My Mission Statement
I will work hard to be
the best GSM I can be.
Through teamwork, positive attitude,
leadership and creativeness,
we will win and hit our
2008 Plan
MY LSM CHECKLIST FOR 2008
I will always begin with the end in mind…
“Go for New Business greatness.”
I will be strategic and proactive, not reactive.
I will stay focused on the development of my team and the development
of New Business.
We have fresh, creative new business packages that include
production elements and an aggressive inventory/yield management
program in place.
We are sending out handwritten thank you,
birthday, congratulations and holiday cards to our clients.
Our counter cable, radio, newspaper and Yellow Page pitches are
up-to-date and our web, mobile and digital pitches are fresh and
being used.
I am driving maximum value for our on-air/on-line product by
aggressively prospecting, pre-selling, presenting and negotiating
on a daily basis.
I have updated our local team’s SWOT Analysis, Team Mission
Statement, Action Plan and and Policies & Procedures for 2008.
We have new 2008 New Business packages and incentive
contests for Local AE’s in place. I am making routine calls with our
team at both the agency and client level. I am making New Business
calls on a regular basis.
2008 Will Be Great!
“New Business is the Way To Win”
MY LSM CHECKLIST FOR 2008
EIGHT KEY ELEMENTS that make me a great Local Sales
Manager are:
1) Leadership/Knowledge
2) Accountability/Integrity
3) Accessibility/Flexibility
4) Communication/Relationships
5) Forecasting/Inventory
6) Training/Recruitment
7) Teamwork/Creativity
8) It’s all about New Business
New Business is our focus and networking is key. Our AE’s are involved
in the Chamber of Commerce, Ad Club, BBB, NCDA and local
community organizations. I challenge myself weekly on how I can
stay involved in the community.
Our team is using www.tvb.org, CMR, Media Center, Scarborough and
Polk Data to enhance our presentations. We have a system in place to
track, target and convert accounts.
(A must for developing New Business).
Last but not least, the greatest asset I have as an LSM is my staff
and the meaningful relationships/partnerships we create with them.
I always praise and thank our AE’s and support staff that do well with a
gift card or a plaque. And remember, there is nothing wrong with a
spirited reminder to those who are not performing up to par.
2008 Will Be Great!
“New Business is the Way To Win”
MY NSM CHECKLIST FOR 2008
I will be strategic, proactive, not reactive. I will always begin with the
end in mind… I will put first things first and go for greatness for myself, the
station and TeleRep.
I have created and distributed to my rep firm our 2008 Policies &
Procedures, SWOT Analysis, Mission Statement and our NSM Action Plan.
I am using and empowering our rep firm to use www.tvb.org, CMR,
Scarborough, Polk Data and other research tools to enhance
our presentations.
(A must to drive share in 2008)
I have improved the process to keep TeleRep updated on our
Each week I will ask myself these questions: am I organized? Am I
prepared? Is my paperwork in order? Have I reviewed my travel plans?
What are my priorities for the week? Where are the trouble areas? Are my
relationships strong? Did I follow through on my promises or requests? Have
I revisited my annual goals? Am I taking the necessary steps to achieve my
goals? And am I being the best NSM I can be? I will kick ass in 2008.
My quarterly Recap/Pre-sell meetings with my rep firm are the best they can
be. (I have made them interactive, fun and meaningful). I will never
ask a rep to do something I wouldn’t do. Our rep firm team is sending
out overnight success stories and pre/post letters in a timely matter.
ever-changing inventory, preemptions, programming, specials, web
opportunities, digital, Nielsen overnights, and posting issues, etc.
My Counter-Cable, Political and Multiplatform
presentations are up-to-date. TeleRep has updated copies
of all station sponsorship opportunities.
2008
Will Be Great!
MY NSM CHECKLIST FOR 2008
I will create an innovative sales strategy that can be utilized by others. I
will think differently in 2008 and challenge my daily routine. I have
created strategies to convert every low share and zero share advertiser
in 2008.
I have supplied TeleRep with updated Chamber of Commerce
information, local retail trends, BBB info, NCDA info and other local
economic changes in our market.
I am in the know! I know my station inside and out, I know my
numbers,
I know my competition, I know my market and the local economy, I
know the industry and, last but not least, I am in charge and I can
make a difference.
EIGHT KEY ELEMENTS that make me a great NSM are:
1) Leadership/Knowledge 2) Accountability
I have put together or started to put together our ROM/DOM list for all
the local clients who are bought nationally. I will make this a priority.
3) Accessibility/Response Time 4) Flexibility/Creativity
5) Diplomacy 6) Visibility/Relationships 7) Teamwork/Creativity
I am routinely sending out handwritten thank you, birthday,
congratulations and holiday cards along with industry related information
to our clients.
8) A winning goal oriented attitude
Lastly, remember to thank those at TeleRep that do well with
a gift card or a plaque and remember there is nothing wrong with a
spirited reminder to those who are not performing up to par. TeleRep
is not responsible for my success, I am!
2008
Will be Great!
A Positive Winning
Attitude is Contagious
A Negative Losing
Attitude is Infectious
Why
Thanks!
Sheath@tribune.com